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af·fil·i·ate (-fl-t)
v. af·fil·i·at·ed, af·fil·i·at·ing, af·fil·i·ates
v. tr.
1. To adopt or accept as a member, subordinate associate, or branch: The HMO affiliated the clinics last year.
2. To associate (oneself) as a subordinate, subsidiary, employee, or member: affiliated herself with a new law firm.
3. To assign the origin of.

It is just a word used to define a relationship. It not a marketing buzzword. In fact Amazon.com calls theirs an associate program, not an affiliate program. The two are really interchangable.